From the course: Practical Creativity for Everyone
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Selling starts before you start
From the course: Practical Creativity for Everyone
Selling starts before you start
- Over the years, I've seen countless great ideas fall at the final hurdle. I've sat in creative presentations watching the client's face slowly turn from intrigued to disappointed. The idea takes its final dying gasps on the boardroom table and everyone leaves the room disappointed. I believe this horrible situation can be avoided by having a better process. Let me share it with you. Before you start a project, I recommend that you sit down with the decision-makers and agree on the main criteria you'll use to judge the ideas at the end. Let's imagine you're looking to develop competitive advantage for a cheese shop. Your criteria might include things like: the idea must be something that other cheese shops in the area aren't doing; it should focus people's attention on the cheese; it shouldn't cost more than a thousand dollars; and we should be able to execute it in two weeks. You shouldn't have more than five…
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